DSM Personal Care puts consumer in the spotlight at in-cosmetics 2015

Kaiseraugst, CH, 13 Apr 2015 07:00 CEST

DSM Personal Care will use this year’s in-cosmetics trade show, which will be held in Barcelona on 14–16 April, to showcase how consumer insights from around the world have been the inspiration behind the company’s latest innovations and tailored solutions.

DSM Personal Care believes that while people’s beauty aspirations may differ around the world, the power of beauty remains equal and global, which is why DSM continuously engages with consumers from all over world to create solutions that really matter to them. Visitors to the DSM booth at 7H40 will be given a glimpse into real consumers’ lives, including more than one thousand online posts and videos generated on the DSM “Power of Beauty” platform. This custom-built online community brought consumers together to share their beauty needs, concerns and aspirations for the next generation of beauty products with DSM. The insights gained from this platform, as well as from DSM’s on-going consumer insight program, have enabled the company to develop a range of products and concepts to meet the specific needs of consumers in their sun, hair and skin care routines.

New solution for scalp UV-protection

A global qualitative study conducted by DSM showed that although people recognize the importance of daily top-to-toe sun protection, they often forget about protecting their scalp. As indicated by a number of research papers, photocarcinogenesis, solar elastosis and hair loss in androgenetic alopecia are among the chronic effects of UV radiation exposure to the scalp.

While scientific research confirms there is a severe health risk, the sun care market currently lacks dedicated scalp protection products. DSM is the first company to develop and bring to market a solution that recognizes current trends and promotes consumer compliance in sun care protection. Male hair grooming market has significantly grown in the last few years, suggesting styling segment is an attractive channel to drive new consumer behavior. DSM’s Scalp & Care is an innovative concept that offers young males a hair styling solution that also protects their scalp from sun damage. The uniqueness of this solution lies in its cutting-edge SPF 30 formulation, making UV protection a simple part of the daily hair style and care routine. The combination of PARSOL^® UV filters with the support of AMPHISOL^®, TILAMAR^®, VALVANCE™ and skin care actives allowed DSM formulators to create a light emulsion. The formulation, which comes in a tube with an applicator, delivers the right quantity directly to the dedicated area without compromising the hair style and leaves a dry touch after-feel.

Innovative polymer for diverse hair care formulations

A strong consumer desire for more diverse styling products was also the driver behind the research and development that has gone into TILAMAR Fix A140. The versatility of this innovative product makes the formulation of different styling products – including aerosols, sprays, clear waxes, mousses and other styling forms – all possible with just one polymer. Visitors to the DSM booth will be presented with DSM’s Beauty Box “What’s your hair mood today?” - a recently-launched interactive toolkit that displays nine different styling product formulations using this polymer, together with hairdresser tutorials and formulation tips.

Regional nuances in skin care aspirations

In skin care, DSM Personal Care will continue its global roll-out of the new in vivo study results with Chinese volunteers using the anti-aging peptide SYN^®-COLL. The recent in-depth, qualitative consumer research, run in Beijing and Wuhan, confirmed that enlarged pores, uneven skin texture and wrinkle appearance are the major aging concerns of Chinese women.

The in vivo study results confirm that after just one month, a formulation containing 2.5% of the powerful synthetic peptide SYN-COLL outperformed a market benchmark in the fight against lines and wrinkles. It also refined pore appearance, improved skin texture and revealed a beautifully lifted, sculpted look – fulfilling the expectations of Chinese consumers from an anti-aging product.

The desire for radiant, glowing skin is global. However a recent quantitative study run by DSM in major beauty markets confirmed that this growing trend has a strong regional nuance. While healthy-looking skin is a goal that all consumers strive to achieve, the underlying skin problems that influence glow, as well as the skin qualities associated with healthy-looking skin, differ from market to market. DSM has developed day & night formulations to help consumers in their pursuit for the ultimate glowing skin. The two formulations are built around a combination of powerful and multifunctional ingredients that help to infuse the skin with the energy it needs to reveal healthy-looking, naturally glowing, beautiful skin.

Beauty, nutrition and well-being

At this year’s in-cosmetics event, DSM Personal Care partners together with DSM Human Nutrition & Health to present its broad “Beauty from Within” portfolio of essential vitamins, minerals, carotenoids, nutraceuticals and nutritional lipids, for those consumers who see a link between beauty, nutrition and overall well-being.

Visitors to the booth will learn how DSM offers innovative, unique and proven solutions to answer both consumer demand for beauty benefits and customer needs for differentiation and premium products. There will also be a variety of beauty drinks to try, fortified with DSM vitamins, delivering benefits for skin, hair and nails.

DSM at the Innovation Seminars

DSM will play an active role at the in-cosmetics Innovation Seminar programs with two interactive sessions highlighting DSM research and development work in skin and hair care.

Visitors are welcome to end the day by joining DSM for its happy hour at the DSM booth 7H40 taking place on 14th and 15th April from 16:00 and dedicated this year to raising sustainability efforts in personal care.

Frédéric Boned, Senior Director Global Marketing and Innovation, DSM Personal Care comments: “We are looking forward to connecting with our customers at this leading business platform for personal care ingredients and to demonstrate how our strong collaboration in consumer research, R&D, and marketing and innovation resulted in exciting range of consumer-led innovations and tailored solutions.”